In its latest installment of its “Fuel Tomorrow” campaign from TBWAChiatDay LA, Gatorade is celebrating the fun of sport, underscoring the brand’s belief that when you play for the love of the game, you get the most out of it.
The spot creative was developed based on the National Alliance for Youth Sports reporting that a majority of kids are quitting sports by age 13 because it’s not fun anymore.
Entitled “All For Fun” and directed by Dave Meyers of RadicalMedia, this commercial features some of the brand’s youngest roster athletes to inspire the next generation to have fun while playing sports, including Fernando Tatis Jr., Sydney McLaughlin, Paige Bueckers, Trevor Lawrence and Karl Anthony Towns.
In the spot, each athlete is brought back to when they were kids to depict one of the best parts of playing sports–the camaraderie of the game and falling in love with sport.
Credits
Client Gatorade Agency TBWAChiatDay LA Caleb Jensen, executive creative director; Mark Peters, group creative director; Dan Hales, sr. art director; Stew Tribe, sr. copywriter; Bruno Regalo, chief design officer; Thiago Matsunaga, associate digital design director; Guia Iacomin, director of production; Claire Allman, content producer; Karly DeWees, art producer; Linnea Goodman, associate producer; Scott MacMaster, executive strategy director; Martin Ramos, strategy director; David Heiser, integrated strategy director; Sheida Karami, sr. brand strategist; Tres Jones, jr. strategist. Production RadicalMedia Dave Meyers, director; Jim Bouvet, SVP/head of commercials; Frank Scherma, exec producer; Cathy Dunn, head of production; Dave Bernstein, Colin Moran, line producers; Kristi Fiore, production supervisor; Scott Cunningham, DP; Mark Snelgrove, production designer; Courtney Stern, stylist. Editorial Cabin Nathan Rodgers, editor; George Romo, assistant editor; Carr Schilling, managing partner; Adam Becht, exec producer; Katy Lester, sr. post producer. Color Company 3 Stefan Sonnenfeld, sr. colorist; Blake Rice, sr. producer, color. Sound Design/Mix Beacon Street Studios Rommel Molina, sr. mix/sound designer; Kerri Shak, mix assistant; Kate Vadnais, EP of mix/sound design producer. VFX/Finishing Shape + Light Aaron Neitz, VFX supervisor/lead Flame; Rob Trent, managing partner/creative director; Scott Boyajan, executive production; Arielle Weir, sr. VFX producer. Footage Research Stalkr Colleen Cavanaugh Anthony, exec producer; Randall Collett, project manager; Alexis Everhart, producer; Jeffrey Harland, Chelsea Zerbe, Craig Phillips, Mike Kho, Aaron Sharper, Spring McCoy, researchers.
Iconic Agency was tasked with creating a global statement highlighting Oracle Red Bull Racing’s support of bringing a Formula 1 event back to Africa. The story follows F1 legend David Coulthard as he breaks into Johannesburg’s hallowed Kyalami racetrack to see if Red Bull’s RB7 car has what it takes. This four-minute heist story is part action-epic, part comedy and all thrills as Coulthard gets more than he bargained for when he finally gets the car on the track.
RSA Films’ Sam Coleman directed the film which was produced by Iconic Agency in collaboration with Patriot Films.
“South Africa is such a melting pot of diversity, we also wanted to celebrate our local culture and humor,” said Andrew Kirkby, executive creative director, Iconic Agency. “We turned to master storyteller Sam Coleman, whose narrative style really captures the nuances and heart of Johannesburg to create a proudly South African short film that appeals to a mainstream audience beyond motorsport. We have living legend race driver David Coulthard and also beloved South African comedian Jam Jam and national Gusheshe drifting champ Sam Sam.”
Coleman said, “The script read like an action movie. Helicopters, Formula 1 cars, a legendary F1 champion driver, but then also a healthy dose of unique South African culture and comedy all set in a city I love--Joburg. It was irresistible.”
